read this before you try to build a brand

You spend all day hunting the next winner and dreaming of building a brand instead. Read this before you trade one seat for the other.

Incrementality testing is a scam.

Learn why "independent" Incrementality tools are joke.

Three Hours Is Enough (Until It Isn't)

I argued with a client for three weeks. He was right.

I finished 550th out of 700 this weekend.

And what that has to do with launching Bratrax Lite this week.

Every good quarter raises your attribution bill

$4 of infrastructure. Your bill grows anyway.

Why your CFO won't use your attribution tool

Not stubbornness. The data model doesn't fit your business.

Attribution is simpler than your vendor wants you to know

The mystery is what makes their $1,500/mo bill defensible

Your in-house team isn't allowed to tell you the truth

8 years of watching the same game play out

How to Be Wrong 9,900 Times Without Going Broke

What Norwegian triathlon taught me about creative testing

If Your Dashboard Looks Impressive, It’s Probably Useless

The messy systems you already use have more information value than your new tech stack.

Everyone chases this number — until it ruins them.

How metrics turn success into fragility — and why most D2C brands learn it too late.

Your $2,000/Month Analytics Tool Costs $20 in Infrastructure — I Did the Math

A step-by-step breakdown of what actually happens to your data (and why SaaS companies pray you never learn this)

They’re Winning for a Reason You’ll Never Find on Their Website

Funnels, ads, tactics — all smoke. The edge is hidden in plain sight.

You Don't Start With Data You Start With Meaning

Why Affiliates Are the Only Real Data-Driven Marketers

The Attribution Industrial Complex and Its Expensive Fiction